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The selected advert belongs to Schloss Eggenberg beer company and is used to advertise their Samichlaus Beer which is claimed to be the strongest in the world (Knobloch n.pag.). The ad has appeared in print outdoors, as well as in mens magazines and online top lists. Because the ad has appeared mainly in mens magazines, the target consumer is supposedly male. The extensive history of the company and the products they offer imply that this particular ad is targeted at beer connoisseurs just as well as persons who prefer stronger beer. The ad features Samichlaus beer in a whiskey shooter. The ad promises that Samichlaus is no worse than whiskey in terms of strength. The message concerning the exceptional qualities of Samichlaus beer is delivered using a fantasy idea of beer so strong it can only be drunk from whiskey shooters.
The ad is effective partially due to the media it appeared in. Magazines provide high quality color and help directly reach the target consumer, that is, beer lovers who are supposed to be male. On the other hand, outdoor location increases the ads visibility in certain routes, commute itineraries, etc. Internet versions of the ad might have a hard time squeezing through the clutter but the consumers reaction is easily measurable. Also, the message is delivered through a creative idea that is memorable (Kotler and Armstrong 464). The message is simple: Samichlaus beer is strong. The appeal that is used in the ad to deliver the message is meaningful and distinctive, and, although the idea of beer as strong as whiskey is hardly believable, it is leveraged in a creative way. Overall, the advert is executed in good taste and is easy to remember, which contributes to its effectiveness.
Works Cited
Knobloch, Rudiger. Eggenberger Schlossbrauerei: Strong Beer. Digital image. Advertolog. Lixil Graphics Ltd., n.d. Web.
Kotler, Philip, and Gary Armstrong. Principles of Marketing. 15th ed. Upper Saddle River, NJ: Prentice Hall, 2013. Print.
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